Chapter 05 Test Bank
1. Sponsorship of ethnic events is
A. unpopular because the events do not connect with ethnic subcultures.
B. popular as the only way of marketing to ethnic subcultures.
C. a means of engaging an ethnic subculture in an authentic way.
D. not supported by major corporations in the United States.
E. All of these choices are correct.
2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as
a(n)
A. market segment.
B. subculture.
C. ethnic group.
D. reference group.
E. subgroup.
3. Many companies develop special marketing mixes for a segment of a larger culture whose members share
distinguishing values and patterns of behavior. These segments are known as
A. subsegments.
B. subgroups.
C. secondary markets.
D. subcultures.
E. reference groups.
4. The degree to which an individual behaves in a manner unique to a subculture depends on
A. the extent to which the individual identifies with that subculture.
B. how long the individual has been in this country.
C. the age of the individual.
D. the education of the individual.
E. the extent to which others in that subculture accept that individual.
5. Which of the following are bases for subcultures in the United States?
A. ethnic groups
B. religions
C. geographic areas
D. generations
E. All of these choices are correct.
6. Which of the following are the most commonly described subcultures?
A. ethnic groups
B. religions
C. generations
D. genders
E. geographic areas
7. Which of the following statements is false regarding subcultures in the United States?
A. The degree to which an individual behaves in a manner unique to a subculture depends on the extent to which the
individual identifies with that subculture.
B. Religious groups are the most commonly described subcultures.
C. We are all members of several subcultures.
D. There are very large variations within each subculture.
E. Generations also function like subcultures.
8. By 2040, what percentage of the U.S. population will be made up of non-European ethnic groups?
A. 80
B. 36
C. 48
D. 25
E. 55
9. The U.S. Census overall projections of ethnic subculture size understate the importance of ethnic groups to
specific
A. people.
B. points in history.
C. geographic regions.
D. languages.
E. None of these choices are correct.
10. __________ subcultures are defined as those whose members’ unique shared behaviors are based on a common
racial, language, or national background.
A. Ethnic
B. Racial
C. Religious
D. Gender
E. Geographic
11. Which of the following is the largest ethnic subculture in the United States?
A. African American
B. Hispanic
C. Asian
D. Native American
E. Caribbean
12. The relatively faster growth rate of non-European groups in the United States is due to their
A. higher birthrates.
B. greater immigration.
C. lower death rates.
D. higher birthrates and greater immigration.
E. higher birthrates, greater immigration, and lower death rates.
13. Which of the following was the source of the most immigrants into the United States in 2016?
A. Asia
B. Mexico
C. Europe
D. Latin America
E. Africa
14. Which of the following statements is true regarding ethnic subcultures?
A. European ethnic groups constitute a significant and growing part of the U.S. population.
B. Hispanics are the largest population group in the South and urban areas in the Northeast and Midwest.
C. The influence of one’s ethnic heritage on behavior is not influenced by situational factors.
D. All subcultures are very diverse, and general descriptions do not apply to all of the members.
E. Ethnicity is the only factor that influences an individual’s behavior.
15. Which of the following is predicted to be the fastest growing ethnic group in the United States between 2020 and
2040?
A. Whites
B. Blacks
C. Hispanics
D. Asian
E. South Americans
16. Which of the following ethnic groups is predicted to have the youngest median age in the United States in the
year 2015?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
17. Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest
education levels and median household incomes. Which ethnic group meets these criteria?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
18. Target is examining subcultures in the United States and wants to identify the ethnic subculture that has the
greatest percentage of children under the age of 18. Which ethnic group meets this criterion?
A. White
B. Black
C. Hispanic
D. Asian American
E. South American
19. Compared to the white population, Asian Americans tend to
A. be younger.
B. be higher educated.
C. have a higher household income.
D. be a larger subculture.
E. be higher educated and have a higher household income.
20. Which of the following is not a segment of the African American market identified by Yankelovich?
A. Broadcast Blacks
B. Black is Better
C. Digital Networkers
D. Faith Fulfulls
E. Black is Beautiful
21. Which segment of the African American market identified by Yankelovich is younger, has the highest education
and income, and is positive about the future?
A. New Middle Class
B. Black Onliners
C. Digital Networkers
D. Boomer Blacks
E. Faith Fulfills
22. Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black, but
feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich
would Jeffrey belong?
A. New Middle Class
B. Black Onliners
C. Digital Networkers
D. Boomer Blacks
E. Faith Fulfills
23. Which segment of the African American market identified by Yankelovich is middle age, upper-middle income,
family-oriented, and prefers to be around people of their own ethnicity?
A. Black Onliners
B. Black is Better
C. Digital Networkers
D. Boomer Blacks
E. Faith Fulfills
24. Theresa is a 40-year-old single parent living in the city. She is confident and positive, and enjoys wearing the
latest fashions. Which segment of the African American market identified by Yankelovich best describes Theresa?
A. Black Onliners
B. Black is Better
C. Digital Networkers
D. Boomer Blacks
E. Faith Fulfills
25. Which segment of the African American market identified by Yankelovich is younger, male, brand conscious,
stressed out about school and work, and the heaviest users of such technology as blogs and IM.
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Indulgers
26. Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep
in touch with his friends. Which African American market segment identified by Yankelovich best describes Nick?
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Indulgers
27. Which African American market segment identified by Yankelovich is teens living at home, over half raised by
a single parent, tech savvy, and brand conscious, especially those brands popular with their culture?
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Teens
28. LaShonda is an African American high school student who lives with her single mother. She is tech savvy,
watches BET, and buys brands that are popular with her culture. To which segment of the African American market
identified by Yankelovich would LaShonda belong?
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Teens
29. Which African American market segment identified by Yankelovich is older, upper middle class, heavily online,
prefers Black advertising, and strongly supports “Buying Black.”
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
D. Digital Networkers
E. Faith Fulfills
30. Robert is a successful 51 year old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives
out of his way to shop exclusively at black-owned businesses. To which segment of the African American market
identified by Yankelovich would Robert belong?
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
D. Digital Networkers
E. Faith Fulfills
31. Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good health, and
he has not been able to buy health insurance with his limited income. In terms of Yankelovich’s segments of African
Americans, which one best describes Jimmy?
A. Sick and Stressed
B. Family Struggles
C. Stretched Black Stragglers
D. Faith Fulfills
E. Digital Networkers
32. Shondra is an African American who can’t afford to go out after work, so she spends a lot of her free time
watching television and visiting her friends. She doesn’t use brands to indicate to others her style and identity and
tends to be more price sensitive than others. In terms of Yankelovich’s segments of African Americans, which one
best describes Shondra?
A. Sick and Stressed
B. Family Struggles
C. Stretched Black Stragglers
D. Faith Fulfills
E. Digital Networkers
33. African Americans consume more information and content than does the general population on which of the
following platforms?
A. social media
B. television
C. magazines
D. All of these choices are correct.
E. social media and television only
34. Which of the following statements is true regarding African American Internet usage?
A. African Americans utilize mobile devices to access social media more than whites.
B. African Americans are more likely to access the Web for news and information, such as general news, sports,
health, and finances than the general population.
C. African Americans prefer a Black perspective on news and information.
D. Roughly 87 percent of African American adults are online.
E. All of these choices are correct.
35. __________ involves creating or sponsoring an event that has a particular appeal to a market segment.
A. Place-based marketing
B. Event marketing
C. Target marketing
D. Specific marketing
E. Zoned marketing
36. McDonald’s sponsors the “Inspiration Celebration Gospel Tour,” as part of the corporation’s 365 Black Initiative.
The gospel tour has raised over $500,000 since 2012 for charity. This marketer is using __________ to reach this
market.
A. place-based marketing
B. event marketing
C. targeted marketing
D. street marketing
E. zoned marketing
37. What is the major difference between White and Black shoppers’ store selection criteria?
A. respect
B. location
C. price
D. merchandise selection
E. sponsorships
38. According to the Bureau of the Census, a person of Cuban, Mexican, Puerto Rican, South or Central American,
or other Spanish culture or origin regardless of race is defined as a(n)
A. African American.
B. Asian American.
C. Hispanic.
D. Native American.
E. subculture.
39. Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Bureau of the
Census, Juan would be classified as a(n)
A. African American.
B. Asian American.
C. Hispanic.
D. Native American.
E. subculture.
40. Mexican Americans tend to live in which region of the United States?
A. New York and New Jersey
B. Southwest and California
C. California, New York, and Florida
D. Midwest
E. South
41. Which subculture of Hispanics tends to have incomes well above the others?
A. Puerto Ricans
B. Mexican Americans
C. Latinos from Central America
D. Cubans
E. Puerto Ricans and Cubans
42. While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural
homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the following
is one of those variables?
A. common language
B. common religion
C. emergence of national Spanish-language media
D. emergence of national entertainment figures
E. All of these choices are correct.
43. The degree to which an immigrant has adapted to his or her new culture is known as
A. dispersion.
B. traditionalization.
C. acculturation.
D. modernization.
E. secularization.
44. Which generation of Hispanic adults was born outside the United States, has the lowest income and education, is
most likely to identify themselves as Hispanic, is most likely to have Spanish as their primary language, and is most
likely to possess traditional values including a masculine view of the family decision hierarchy?
A. First-generation adults
B. Second-generation adults
C. Third-generation adults
D. Primary-generation adults
E. Secondary-generation adults
45. Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has not
graduated from high school and works as a day laborer in the agricultural industry in California. He and his family
still possess traditional values which include him making all the decisions for his family’s welfare. The Pew
Hispanic Center would identify Jose as which generation of Hispanic adults?
A. First-generation adults
B. Second-generation adults
C. Third-generation adults
D. Primary-generation adults
E. Secondary-generation adults
46. According to the Pew Hispanic Center, which generation of Hispanic adults was born in the United States to
immigrant parents, is more likely than the previous generation to identify themselves as Americans, is equally split
between bilinguals and English as their primary language, and is somewhat less likely to ascribe to traditional
values?
A. First-generation adults
B. Second-generation adults
C. Third-generation adults
D. Primary-generation adults
E. Secondary-generation adults
47. Carlos was born in the United States to immigrant parents. He has a higher income and education than his father,
is more likely to identify himself as an American, speaks Spanish and English fluently, and is less likely to ascribe
to traditional values than his parents. According to the Pew Hispanic Center, to which generation of Hispanic adults
does Carlos belong?
A. First-generation adults
B. Second-generation adults
C. Third-generation adults
D. Primary-generation adults
E. Secondary-generation adults